This document discusses the importance of marketing plans and provides examples of both successful and unsuccessful plans. It begins by defining a marketing plan and outlining the typical sections included. It then discusses the importance of research and understanding the market before developing objectives and strategies. The document provides a positive example of Lemonhead beer's marketing plan, which was well-researched and helped them compete successfully. In contrast, it indicates some plans can fail if not thoroughly researched and missing important information.
The purpose of this study is to investigate The effects of Marketing Strategies on Organizational Performance; A Study of Nigeria Bottling Company Kaduna, including Production strategy, pricing strategy, promotion strategy and place strategy, that eventually influences Marketing strategies on performance. Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting
A marketing strategy is a process that allows an organization to focus resources on opportunities to increase sales and achieve a competitive advantage through customer satisfaction. It should be integrated with corporate strategy and keep marketing aligned with the company's mission. A marketing strategy serves as the foundation for a marketing plan and consists of tactics to make the plan more effective in meeting objectives. Common tools for developing a marketing strategy include the BCG matrix and GE matrix, which analyze product attractiveness and competitive positioning to guide investment decisions.
This document provides an overview of key marketing concepts and strategies. It defines marketing as a process of creating value for customers to build strong customer relationships and capture value in return. It discusses Amazon's focus on customer engagement and value as the reason for its success. It also outlines the objectives of the chapter which are to define marketing, explain the importance of understanding customers, identify elements of a customer-driven strategy, discuss customer relationship management, and describe trends changing marketing.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing course. It discusses developing marketing strategies and marketing plans. The key points covered include defining a marketing strategy, describing the elements of a marketing plan, and outlining the five steps to create a marketing plan: 1) define business mission and objectives, 2) conduct a situation analysis using SWOT, 3) identify opportunities using STP, 4) implement the marketing mix, and 5) evaluate performance and make adjustments. It also discusses analyzing a marketing situation, sustainable competitive advantages, and growth strategies.
This document discusses a marketing strategy proposal for Mother Earth's Essentials. It defines sustainable marketing as creating value for customers in a way that preserves natural and human capital. The paper recommends Mother Earth's Essentials adopt sustainable values, make sustainability goals with employees and stakeholders, and ensure equal importance to economics, society and environment in objectives. It also suggests competitive strategies like identifying opportunities, selecting target markets, and constantly adapting the strategy. The trend toward sustainability offers opportunities like increased market share but also challenges in meeting consumer and political demands.
This document provides an introduction to product and brand management. It discusses the role of the product manager, including their responsibilities for product planning, analysis, forecasting, and getting organizational support for marketing programs. It describes different types of marketing organizational structures and how the product manager's role varies within each. It also outlines the key tasks involved in product management and the qualities of an effective product manager. Finally, it discusses concepts like branding, maintaining brand values, the brand lifecycle, and developing new brands.
This document discusses strategic planning and the marketing process. It outlines the key steps in strategic planning including defining the company mission, setting objectives and goals, designing the business portfolio, and coordinating functional strategies. The marketing process involves market segmentation, targeting, positioning, and developing the marketing mix. The document also discusses analyzing, planning, implementing, and controlling the marketing effort.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
The purpose of this study is to investigate The effects of Marketing Strategies on Organizational Performance; A Study of Nigeria Bottling Company Kaduna, including Production strategy, pricing strategy, promotion strategy and place strategy, that eventually influences Marketing strategies on performance. Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting
A marketing strategy is a process that allows an organization to focus resources on opportunities to increase sales and achieve a competitive advantage through customer satisfaction. It should be integrated with corporate strategy and keep marketing aligned with the company's mission. A marketing strategy serves as the foundation for a marketing plan and consists of tactics to make the plan more effective in meeting objectives. Common tools for developing a marketing strategy include the BCG matrix and GE matrix, which analyze product attractiveness and competitive positioning to guide investment decisions.
This document provides an overview of key marketing concepts and strategies. It defines marketing as a process of creating value for customers to build strong customer relationships and capture value in return. It discusses Amazon's focus on customer engagement and value as the reason for its success. It also outlines the objectives of the chapter which are to define marketing, explain the importance of understanding customers, identify elements of a customer-driven strategy, discuss customer relationship management, and describe trends changing marketing.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing course. It discusses developing marketing strategies and marketing plans. The key points covered include defining a marketing strategy, describing the elements of a marketing plan, and outlining the five steps to create a marketing plan: 1) define business mission and objectives, 2) conduct a situation analysis using SWOT, 3) identify opportunities using STP, 4) implement the marketing mix, and 5) evaluate performance and make adjustments. It also discusses analyzing a marketing situation, sustainable competitive advantages, and growth strategies.
This document discusses a marketing strategy proposal for Mother Earth's Essentials. It defines sustainable marketing as creating value for customers in a way that preserves natural and human capital. The paper recommends Mother Earth's Essentials adopt sustainable values, make sustainability goals with employees and stakeholders, and ensure equal importance to economics, society and environment in objectives. It also suggests competitive strategies like identifying opportunities, selecting target markets, and constantly adapting the strategy. The trend toward sustainability offers opportunities like increased market share but also challenges in meeting consumer and political demands.
This document provides an introduction to product and brand management. It discusses the role of the product manager, including their responsibilities for product planning, analysis, forecasting, and getting organizational support for marketing programs. It describes different types of marketing organizational structures and how the product manager's role varies within each. It also outlines the key tasks involved in product management and the qualities of an effective product manager. Finally, it discusses concepts like branding, maintaining brand values, the brand lifecycle, and developing new brands.
This document discusses strategic planning and the marketing process. It outlines the key steps in strategic planning including defining the company mission, setting objectives and goals, designing the business portfolio, and coordinating functional strategies. The marketing process involves market segmentation, targeting, positioning, and developing the marketing mix. The document also discusses analyzing, planning, implementing, and controlling the marketing effort.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
Strategic planning involves defining an organization's mission and goals, designing its business portfolio, and developing detailed marketing and departmental plans. It is a key process for identifying opportunities and guiding competitive strategies. The marketing process helps capitalize on opportunities by analyzing markets, selecting target segments, developing the marketing mix, and managing marketing efforts. Key elements include segmentation, target marketing, product positioning, and the "Four Ps" framework. Planning, implementation, control and analysis are core marketing management functions.
The document discusses marketing planning and the planning process. It explains that planning involves determining the steps needed to achieve organizational goals. Marketing planning is analyzed at different organizational levels and involves assessing opportunities, competitors, and developing marketing strategies. The strategic planning process determines an organization's mission, vision, and objectives to fit its external environment.
1) Disney engages in strategic planning to guide its various business divisions, which include movies, TV, theme parks, and merchandising.
2) Strategic planning involves analyzing the company's current portfolio, developing a mission statement, and determining strategies for growth or downsizing of different business units.
3) Marketing plays a key role in strategic planning by identifying opportunities in different market segments and developing marketing strategies using the four P's framework.
strategic planning | Customer Relationships | Partnering to Build Gaditek
Explain companywide strategic planning and its four steps.
Discuss how to design business portfolios and growth strategies.
Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.
Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
List the marketing management functions, including the elements of a marketing plan.
This document provides an overview of key concepts from Chapter 2 of the textbook "Strategic Marketing Management" including company-wide strategic planning, designing business portfolios, developing growth strategies, partnering with other departments, developing a customer value-driven marketing strategy, and using tools like SWOT analysis, segmentation, targeting, and positioning. The learning objectives, steps in strategic planning, components of a mission statement, and analyzing business portfolios are described over several pages.
Strategic marketing planning involves matching a company's resources with market opportunities over the long run. It includes developing a mission, objectives, strategies, and tactics. The annual marketing plan operationalizes the strategic plan through situation analysis, objectives, strategies, tactics, financial schedules, and evaluation procedures. Strategic business units allow separate definition and profit responsibility for distinct businesses. Growth-share matrices assess businesses across industry attractiveness and competitive strength.
Strategic marketing planning involves developing a strategic fit between a firm's objectives, skills, and resources and available market opportunities to deliver targeted profits and growth. The process includes defining a corporate mission, establishing strategic business units, allocating resources, and planning for new business. Key steps are analyzing market opportunities, developing marketing strategies and programs, and managing efforts to meet strategic objectives.
The document summarizes key concepts from a marketing chapter, including:
1) It defines the marketing environment as the set of forces that affect a company's ability to build relationships with customers. This includes the microenvironment of actors close to the company and the macroenvironment of broader societal forces.
2) It distinguishes between consumer markets, made up of end users, and business markets, made up of organizations that purchase goods for further production or resale.
3) It outlines some of the major forces in the marketing environment, including competitors, suppliers, customers, and socioeconomic, technological, political, and cultural trends.
Strategic marketing is defined as the management function that seeks to generate profit by organizing a company's resources to determine and satisfy customer needs better than competitors. It emphasizes profits over just sales and identifies target markets. Strategic marketing combines target markets and marketing strategies, strives for sustainable differentiation, and leads strategic planning and new product development. While marketing communications, sales, and customer service are important tactical elements, strategic marketing is the overarching management function.
This document discusses perspectives on marketing and the marketing concept. It describes how marketing was traditionally viewed as selling but now focuses on understanding customer needs. A marketing oriented organization provides information on customer needs throughout the company and coordinates functions to achieve goals. The document also outlines the marketing planning process, noting it takes place at both the corporate and middle management levels and involves situation analysis, objective setting, and strategy and program development.
The document discusses key components of developing an effective marketing plan, including:
1) Conducting an environmental analysis to understand the market, competition, and opportunities.
2) Performing a SWOT analysis to understand internal strengths and weaknesses and external opportunities and threats.
3) Setting marketing objectives and strategies based on the SWOT analysis to target markets and develop an optimal marketing mix.
4) Implementing an action plan and making financial projections to evaluate whether the marketing plan is achieving its goals.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing textbook. The chapter discusses company and marketing strategy, including strategic planning, defining marketing's role, designing business portfolios, planning marketing efforts through partnering with customers, and developing integrated marketing mixes. It also addresses managing the marketing effort through market planning, implementation, organization, and control.
The document discusses trends in marketing organization and evaluation. It describes how marketing organizations are evolving from simple sales departments to become more integrated, customer-focused processes. It also outlines various tools and approaches for evaluating marketing performance, including annual plans, financial analysis, and marketing audits. The goal is to help companies improve their marketing implementation, monitor activities, and determine necessary corrective actions.
This document appears to be a project report submitted by a student named Hariom Dash to partial fulfillment of a Bachelor's degree in commerce. It includes a certificate verifying Hariom Dash as a student, a declaration by Hariom Dash, and acknowledgments. The table of contents indicates it will cover an introduction, literature review, company profile, data analysis and interpretation, findings, suggestions, and conclusion regarding the marketing strategy of Big Bazaar. It discusses the objectives, scope, methodology and limitations of the study. The literature review references several experts and their definitions of marketing strategy.
Company and Marketing Strategy: Partnering to Build Customer Relationshipsarshilajaan
Companywide Strategic Planning: Defining Marketing’s Role
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
This document discusses companywide strategic planning and marketing strategy. It provides an overview of strategic planning processes like defining missions and goals, analyzing business portfolios, and developing strategies for growth. It also discusses partnering between companies and marketing to build customer relationships, developing integrated marketing mixes, and measuring return on marketing investment. The key topics covered are strategic planning, marketing strategy, and managing the marketing effort.
This document provides an overview of the dynamic marketing environment and key concepts in strategic marketing planning. It discusses the external macroenvironment including factors like demography, economic conditions, competition, and technology. It also covers the external microenvironment including markets, suppliers, and intermediaries. The document then explains the importance of strategic planning, objectives, strategies, and tactics. It outlines the steps in strategic marketing planning including situation analysis, objective setting, targeting, positioning, and designing the marketing mix. Finally, it discusses the annual marketing plan and strategic planning models.
The document discusses several key aspects of strategic marketing:
1. It outlines the origins and development of strategic marketing from the 1900s focusing initially on sales and practical outcomes to more recent decades where marketing is appreciated at both tactical and strategic levels of management.
2. Important elements of a marketing strategy are identified as competitive strategy, segmentation strategy, positioning, and the marketing mix.
3. The role of marketing is examined at different levels of management from corporate philosophy to business unit strategy to functional tactics.
FOR MORE CLASSES VISIT
www.mkt421guide.com
Purpose of Assignment A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals.
MKT 421 GUIDE Education for Service--mkt421guide.commamata42
FOR MORE CLASSES VISIT
www.mkt421guide.com
Purpose of Assignment A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of distribution have in meeting the needs of consumers in both a brick
Every organization requires general and specific plans to achieve its purpose. Strategic Marketing Planning is a key ingredient in the success of the marketing tactics no matter how large or small the business is.
This document outlines the importance of strategic marketing planning for businesses. It discusses that strategic planning is key for a business to achieve its objectives and bring value. The strategic planning process involves analyzing internal/external factors, setting goals and objectives, implementing strategies and tactics, and evaluating results. The process should be simplified, not simplistic, and answer what the business is selling, to whom, and how it will beat competition. Benefits of strategic planning include providing a written guide for the business and creating consistent messaging to work toward common goals, which can increase revenues and profitability.
Strategic planning involves defining an organization's mission and goals, designing its business portfolio, and developing detailed marketing and departmental plans. It is a key process for identifying opportunities and guiding competitive strategies. The marketing process helps capitalize on opportunities by analyzing markets, selecting target segments, developing the marketing mix, and managing marketing efforts. Key elements include segmentation, target marketing, product positioning, and the "Four Ps" framework. Planning, implementation, control and analysis are core marketing management functions.
The document discusses marketing planning and the planning process. It explains that planning involves determining the steps needed to achieve organizational goals. Marketing planning is analyzed at different organizational levels and involves assessing opportunities, competitors, and developing marketing strategies. The strategic planning process determines an organization's mission, vision, and objectives to fit its external environment.
1) Disney engages in strategic planning to guide its various business divisions, which include movies, TV, theme parks, and merchandising.
2) Strategic planning involves analyzing the company's current portfolio, developing a mission statement, and determining strategies for growth or downsizing of different business units.
3) Marketing plays a key role in strategic planning by identifying opportunities in different market segments and developing marketing strategies using the four P's framework.
strategic planning | Customer Relationships | Partnering to Build Gaditek
Explain companywide strategic planning and its four steps.
Discuss how to design business portfolios and growth strategies.
Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value.
Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it.
List the marketing management functions, including the elements of a marketing plan.
This document provides an overview of key concepts from Chapter 2 of the textbook "Strategic Marketing Management" including company-wide strategic planning, designing business portfolios, developing growth strategies, partnering with other departments, developing a customer value-driven marketing strategy, and using tools like SWOT analysis, segmentation, targeting, and positioning. The learning objectives, steps in strategic planning, components of a mission statement, and analyzing business portfolios are described over several pages.
Strategic marketing planning involves matching a company's resources with market opportunities over the long run. It includes developing a mission, objectives, strategies, and tactics. The annual marketing plan operationalizes the strategic plan through situation analysis, objectives, strategies, tactics, financial schedules, and evaluation procedures. Strategic business units allow separate definition and profit responsibility for distinct businesses. Growth-share matrices assess businesses across industry attractiveness and competitive strength.
Strategic marketing planning involves developing a strategic fit between a firm's objectives, skills, and resources and available market opportunities to deliver targeted profits and growth. The process includes defining a corporate mission, establishing strategic business units, allocating resources, and planning for new business. Key steps are analyzing market opportunities, developing marketing strategies and programs, and managing efforts to meet strategic objectives.
The document summarizes key concepts from a marketing chapter, including:
1) It defines the marketing environment as the set of forces that affect a company's ability to build relationships with customers. This includes the microenvironment of actors close to the company and the macroenvironment of broader societal forces.
2) It distinguishes between consumer markets, made up of end users, and business markets, made up of organizations that purchase goods for further production or resale.
3) It outlines some of the major forces in the marketing environment, including competitors, suppliers, customers, and socioeconomic, technological, political, and cultural trends.
Strategic marketing is defined as the management function that seeks to generate profit by organizing a company's resources to determine and satisfy customer needs better than competitors. It emphasizes profits over just sales and identifies target markets. Strategic marketing combines target markets and marketing strategies, strives for sustainable differentiation, and leads strategic planning and new product development. While marketing communications, sales, and customer service are important tactical elements, strategic marketing is the overarching management function.
This document discusses perspectives on marketing and the marketing concept. It describes how marketing was traditionally viewed as selling but now focuses on understanding customer needs. A marketing oriented organization provides information on customer needs throughout the company and coordinates functions to achieve goals. The document also outlines the marketing planning process, noting it takes place at both the corporate and middle management levels and involves situation analysis, objective setting, and strategy and program development.
The document discusses key components of developing an effective marketing plan, including:
1) Conducting an environmental analysis to understand the market, competition, and opportunities.
2) Performing a SWOT analysis to understand internal strengths and weaknesses and external opportunities and threats.
3) Setting marketing objectives and strategies based on the SWOT analysis to target markets and develop an optimal marketing mix.
4) Implementing an action plan and making financial projections to evaluate whether the marketing plan is achieving its goals.
This document summarizes key concepts from Chapter 2 of a Principles of Marketing textbook. The chapter discusses company and marketing strategy, including strategic planning, defining marketing's role, designing business portfolios, planning marketing efforts through partnering with customers, and developing integrated marketing mixes. It also addresses managing the marketing effort through market planning, implementation, organization, and control.
The document discusses trends in marketing organization and evaluation. It describes how marketing organizations are evolving from simple sales departments to become more integrated, customer-focused processes. It also outlines various tools and approaches for evaluating marketing performance, including annual plans, financial analysis, and marketing audits. The goal is to help companies improve their marketing implementation, monitor activities, and determine necessary corrective actions.
This document appears to be a project report submitted by a student named Hariom Dash to partial fulfillment of a Bachelor's degree in commerce. It includes a certificate verifying Hariom Dash as a student, a declaration by Hariom Dash, and acknowledgments. The table of contents indicates it will cover an introduction, literature review, company profile, data analysis and interpretation, findings, suggestions, and conclusion regarding the marketing strategy of Big Bazaar. It discusses the objectives, scope, methodology and limitations of the study. The literature review references several experts and their definitions of marketing strategy.
Company and Marketing Strategy: Partnering to Build Customer Relationshipsarshilajaan
Companywide Strategic Planning: Defining Marketing’s Role
Planning Marketing: Partnering to Build Customer Relationships
Marketing Strategy and the Marketing Mix
Managing the Marketing Effort
Measuring and Managing Return on Marketing Investment
Company and Marketing Strategy Partnering to Build Customer RelationshipsFaHaD .H. NooR
This document discusses companywide strategic planning and marketing strategy. It provides an overview of strategic planning processes like defining missions and goals, analyzing business portfolios, and developing strategies for growth. It also discusses partnering between companies and marketing to build customer relationships, developing integrated marketing mixes, and measuring return on marketing investment. The key topics covered are strategic planning, marketing strategy, and managing the marketing effort.
This document provides an overview of the dynamic marketing environment and key concepts in strategic marketing planning. It discusses the external macroenvironment including factors like demography, economic conditions, competition, and technology. It also covers the external microenvironment including markets, suppliers, and intermediaries. The document then explains the importance of strategic planning, objectives, strategies, and tactics. It outlines the steps in strategic marketing planning including situation analysis, objective setting, targeting, positioning, and designing the marketing mix. Finally, it discusses the annual marketing plan and strategic planning models.
The document discusses several key aspects of strategic marketing:
1. It outlines the origins and development of strategic marketing from the 1900s focusing initially on sales and practical outcomes to more recent decades where marketing is appreciated at both tactical and strategic levels of management.
2. Important elements of a marketing strategy are identified as competitive strategy, segmentation strategy, positioning, and the marketing mix.
3. The role of marketing is examined at different levels of management from corporate philosophy to business unit strategy to functional tactics.
FOR MORE CLASSES VISIT
www.mkt421guide.com
Purpose of Assignment A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals.
MKT 421 GUIDE Education for Service--mkt421guide.commamata42
FOR MORE CLASSES VISIT
www.mkt421guide.com
Purpose of Assignment A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of distribution have in meeting the needs of consumers in both a brick
Every organization requires general and specific plans to achieve its purpose. Strategic Marketing Planning is a key ingredient in the success of the marketing tactics no matter how large or small the business is.
This document outlines the importance of strategic marketing planning for businesses. It discusses that strategic planning is key for a business to achieve its objectives and bring value. The strategic planning process involves analyzing internal/external factors, setting goals and objectives, implementing strategies and tactics, and evaluating results. The process should be simplified, not simplistic, and answer what the business is selling, to whom, and how it will beat competition. Benefits of strategic planning include providing a written guide for the business and creating consistent messaging to work toward common goals, which can increase revenues and profitability.
This unit introduces students to marketing principles and developing a basic marketing plan. Students will learn theories and frameworks and apply them to real world examples. Organizations of all sizes use marketing to influence customers. Students who successfully complete this unit will gain knowledge, skills, and understanding to enhance their career opportunities. The document then provides learning outcomes on the roles and responsibilities of marketing, the 7Ps marketing mix, and components of a marketing plan including segmentation, objectives, strategy, and monitoring. It also provides examples of Toyota's corporate structure and marketing processes.
The marketing department is responsible for researching and designing the marketing strategy and plan. The plan establishes goals, projections, and resource needs. Operations management must implement the plan by manufacturing and delivering products and services as advertised. The marketing strategy must align with and support the overall corporate strategy. Effective corporate and marketing plans have clear visions and objectives, well-defined processes, and buy-in from stakeholders. Marketing strategies can provide competitive advantages through differentiation, cost leadership, or market focus. Developing a marketing strategy involves identifying target markets, setting measurable goals, conducting research, and implementing initiatives to promote to those targets.
This unit introduces students to marketing principles and developing a basic marketing plan. It discusses how organizations like Apple, Google, and Coca-Cola use marketing techniques to influence customers. Students will learn theories, frameworks, and how to relate them to real world examples. Successfully completing the unit will enhance students' career opportunities. The document then provides learning outcomes on the roles and functions of marketing, the marketing mix (7Ps), and developing a marketing plan. It includes an example case study of Toyota Motor Corporation.
The document discusses key aspects of developing an effective marketing plan and launching a new venture successfully. It covers the characteristics of a marketing plan including having clear objectives, target market analysis, and promotional strategies. The importance of the marketing mix and management team are explored. Regarding legal forms for new ventures, it outlines sole proprietorships, partnerships, limited liability companies, and corporations as common structure options. Tips provided include building a strong management team through role definition, collaboration, and developing a positive work environment.
The document provides guidance on creating effective radio advertisements. It discusses that radio ads must convey a memorable message using only sound in a short time. The structure of radio ads can include a single voice, dialogue between voices, celebrity endorsements, sound demonstrations of a product, or music and jingles. Effective ads start with something unexpected to grab attention, clearly state the brand name repeatedly, keep the message simple, use conversational language, and get the timing right. Sound effects and music should be used discreetly to support the message without overwhelming it.
This document provides instructions for students to submit their semester assignments. It includes details like the course code, title, assignment code and coverage. It contains 4 questions related to marketing concepts like product vs service marketing, marketing organization, market segmentation, and marketing research. Students are asked to answer all questions and submit the assignment by a given deadline to their study center coordinator.
The document contains 10 multiple choice questions about developing marketing strategies and plans. It discusses the key elements of a marketing plan such as the executive summary, situation analysis, marketing strategy, financial projections, and implementation controls. It also covers criteria for formulating goals, dimensions of business innovation, strategies for managing change, and questions for evaluating a marketing plan.
This document discusses marketing strategic planning. It outlines the three main stages of the marketing management process: planning, implementation, and evaluation. The planning stage involves setting goals and strategies. The implementation stage assigns personnel and resources to execute the plan. The evaluation stage analyzes performance against goals to inform future planning. Strategic planning maps long-term resources and opportunities and consists of defining the mission, analyzing the situation, setting objectives, and choosing strategies. Situation analysis examines past performance and future challenges. Objectives should align with overall company goals. Strategic planning also considers positioning, competitive advantages, target markets, demand forecasting, and the marketing mix.
This document discusses marketing strategic planning. It explains that strategic planning involves planning marketing programs, implementing them, and then evaluating performance. The key aspects of strategic planning discussed are analyzing the internal/external environment, setting marketing objectives aligned with company goals, determining positioning and competitive advantages, selecting target markets, and designing the marketing mix. It also covers annual marketing planning and models for strategic planning, specifically discussing the BCG matrix for analyzing market growth options like market penetration, development, product development, and diversification.
Marketing represents the boundary between the marketplace and the company, and knowledge of current & emerging happenings in the marketplace is extremely important in any strategic planning exercise.
Rodney Lawrence Chapter 16 Marketing Strategy involves a sel.docxdaniely50
Rodney Lawrence
Chapter 16: Marketing Strategy involves a self-analysis and a reflection of the strengths and weaknesses of the company as established by the dashboard indicators. This involves reflecting on possible changes to target segments, price, place, and promotion, with the ultimate goal of increasing profitability in the company (Iacobucci, 2018). One of those most important and relevant sections of this chapter was the methods of growing sales volume and increasing sales. During this pandemic many companies have taken substantial losses due to companies shutting down, and not being able to keep up with th supply and demand of various products. Supply chains have also been affected with many products taking longer to meet their distributors. Meat for instance, has seen a significant increase in price due to the demand and shortage. Other possible foods such as pork, chicken, and fish, have seen some prices lowered to attract new buyers and have effected consumer choices and strategies of marketing tactics. Limitations in marketing channels have made pricing products vital in cutting profit losses and increasing product sales.
Chapter 17: Marketing Plans recapped the 5Cs, STP, and 4 Ps. This ultimately leads to the goal of a marketing plan to achieve company goals. Marketing plans are continuously changing due to various factors, such as the economy, and is made from numerous details and decisions (Iacobucci, 2018). The most important section of this chapter was the managerial checklist and how all of this combined helps to create the overall marketing plan. Using the 5Cs, STP, and 4Ps to coordinate a tactical approach in writing and producing the overall marketing plan (Iacobucci, 2018). After researching and writing on my group project I could see all of this classes information becoming more practical and realizing how everything combines to create a marketing plan for a company or product. Once everything is ultimately combined and presented the marketing plan shows its importance in helping companies promote and sell their product while hopefully creating an increase in popularity and overall profit margins for the long term, which can be altered and fitted to react to changes or misses involved in the distribution and sales of the product and company.
1) Amazon
Cost leadership-Amazon produces more purchasing options, and the cost and delivery options of the company are unparalleled. While most companies have taken extreme losses during this pandemic, Amazon actually increased profits exceeding 3 billion dollars.
Differentiation-Amazon uses bundles, excellence in pricing, speed of delivery, and easy accessibility to set themselves apart from all forms of distribution methods.
Focused-Amazon also separates because they have branched into multiple streams of revenue and industries. Besides the service industry specifically, they have branched into musical and television markets that connect to the basis of product sales.
This document provides an outline for a research report on Titan watches' brand positioning and repositioning strategies. The report will include 8 chapters: an introduction discussing brand positioning and repositioning theory; a literature review; research methodology; an industry overview; Titan's company profile; an analysis of Titan's positioning strategies for different segments; an analysis of Titan's recent repositioning strategies including a new logo, tagline, ad campaign, and product designs; and a consumer awareness survey and findings. The objectives are to review Titan's sub-brand positioning strategies, analyze its repositioning strategies, study consumer awareness and perception of the repositioning, and recommend improvements. The introduction defines brand positioning and repositioning and their importance
Project work on Marketing Mix includes what Marketing mix is all about, how it evolved, the 4 P's of Marketing Mix and various other characteristics. It also includes Company Analysis which shows comparison of two companies of Chocolate Industry: Cadbury and Nestle
A marketing plan is a document comprised of three phases to analyze a firm's market and potential for success. Phase one involves declaring missions/objectives and analyzing strengths/weaknesses. Phase two implements a marketing strategy using segmentation, targeting, positioning and the four P's (product, price, place, promotion). Phase three controls the plan by evaluating metrics to improve future strategies using portfolio analysis of products. While tedious, the marketing plan establishes profitable strategies through an ongoing process of analysis, implementation and revision.
This document discusses key concepts in sales management including the roles and responsibilities of sales managers. It covers topics such as defining sales management, the sales management process, setting goals and quotas, analyzing market demand and sales potential, and formulating selling strategies. Specifically, it outlines that sales managers are responsible for planning, directing, and controlling personal selling efforts. This includes tasks such as designing sales programs, establishing sales organizations, setting goals and strategies, and controlling sales performance.
STUDY4JOB.COM Introduction to marketing management (SOURCE: SMU)sachinrajsingh
1. Marketing is a social and economic activity directed towards satisfying customer needs through an exchange process. It involves market segmentation, targeting, and positioning to select specific groups to market to.
2. The marketing mix, also known as the 4Ps, consists of product, price, place, and promotion. It represents the core elements that a marketer can use to influence demand. For services, an extended marketing mix of 7Ps adds people, process, and physical evidence.
3. Marketing managers gather and analyze information from the internal and external environment to inform decisions. Marketing information systems organize data collected through primary and secondary research. Understanding factors like customer demographics, competitors, and the economy helps identify opportunities and threats.
2. Introduction
A marketing plan is what an organisation will implement to achieve one or more marketing
objectives this will be critically appraised and examples will be shown to which organisations have
implemented marketing plans successful and unsuccessful. Different aspects of the marketing plan
will be shown and evaluated to see to show why a marketing plan may not always be up to date, due
to certain information not being accessible and certain members of staff not possessing the required
to skills to gather such information. Two examples below will show one positive marketing plan and
how a company used it to their advantage whereas another company didn’t undertake enough
research and therefore failed and lost market share due to a lack of research and a poorly written
market plan.
1. Marketing Plan Outline
“Marketing planning is simply a series of activities in a logical sequence leading to the
setting of marketing objectives and the formulation of plans for achieving them” Malcolm
and McDonald (1992, p.6)
This is basically stating that organisations that use a marketing plan would implement a
marketing plan in a sequence that would best achieve their marketing objectives (appendix a),
this shows major sections that is normally incorporated into a marketing plan according to
Kotler (1976) in Greenley, G. E (1983, p.58)
“Marketing planning was seen as the management discipline which could enable the firm to
improve its competitiveness by becoming more responsible and adaptable to changing market
conditions” Brooksbank (1991, p. 17)
This definition of Marketing Planning gives the impression that organisations would use it to
improve their competitiveness within their market in the industry, which is a completely
different definition to the one above. There are many definitions of marketing planning and
these are just two, both which are completely different and give different strategies and ideas
for what an organisation wants to achieve when developing and implementing their
marketing plan.
There are several sections within a marketing plan that organisations may need to consider
when developing a marketing plan and before implementing it, each section within the
marketing plan is important. Different organisations will use different amounts of sections
within their marketing plan. Kotler (1976) states in Greenley, G.E (1983, p.58) (appendix A),
these are the major sections in a marketing plan that organisations would need to consider but
not every organisation would agree with this and use these sections, which will be shown
later within the examples given.
Before the marketing plan is established by the organisation, they must essentially understand
what the organisation will be marketing and to achieve this they must comprehensively
understand:
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3. x “the corporate strategic plan
x the company’s vision for the future
x where the organisation is positioned
x the strategic plan
x the business plan
x service delivery methods
x the cost of running the organisation
x how to measure that cost
x the benchmark position in the market
x the performance indicators and methods of measurement
x the approach to knowledge management
x trends in the profession
x the recruiting and retention methodology used
x how success is attained, measured and maintained
x current marketing and communication programmes and their effectiveness” Griffin
(2002. p.238)
Keegan et.al (1992) quotes in Brooksbank (1999, p.78) “There are three fundamental
principles which underpin the proposed planning framework” this advises organisations
when developing their marketing plan they should consider the following three fundamentals:
x “The first principle is to adopt a marketing orientation, or philosophy, of business”
Keegan et al (1992) in Brooksbank (1999,p. 78)
x “The second principle is to employ a comprehensive planning approach. The four
``classic'' functions of management are analysing, planning, organising and
controlling” Kotler (1991) in Brooksbank (1999, p.78)
x “The third principle is to ``keep on'' marketing planning. The fast-changing nature of
the modern business environment means that marketing planning should be a
continuous, ever-evolving process, which seeks to exploit these changes to the
company's best advantage” Brooksbank (1999, p.78)
Once organisations have implemented these three fundamentals then Brooksbank
(1999) also goes on to say the marketing planning process would be combined of
these three fundamentals with four main phases to conduct the marketing plan, the
four phases that Brooksbank (1999, p.78) states are “analysing, strategising,
implementing and controlling”
Analysing Brooksbank’s theory of the four phases really gives the organisation great
depth has to why they should implement these three into their plan. Analysing would
be the first procedure for the organisation and they would need to analyse their
company’s situation within the market and answer questions such has “where are we
now” and “where could we go in the future.” To answer these questions the
organisation need to undertake market research and gain information such has
distribution channels, suppliers and etc., this sort of research carried out would be
primary research, not secondary research, has the information they would need to
analyse would be fact based and not feedback based. Analysing could also be
undertaken by completing a SWOT analysis, which would give the organisation
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4. information such strengths, weaknesses, opportunities and threats. Appendix B shows
the SWOT profile development process that some organisations would use when
completing a SWOT analysis. The second phase strategising is how the organisation
would achieve their marketing objectives, which they have set after conducting a
SWOT analysis, this will basically show the organisation how they set to achieve
these objectives and within what timescale. The next phase of the four phases is
implementing, during this phase this is when the organisation would discuss what
marketing mix they will use to target their customers and gain advantage over their
competitors. However when deciding this marketing mix organisations must
remember that this marketing mix will either work or not and could decide whether
the brand reputation and image grows stronger or gets weaker. During this phase they
must also take into consideration their position within the market and has this could
be affected too. The final phase is controlling which is when the organisation will
sustain their marketing and make sure that it is meeting its marketing objectives and
the advertising and marketing is continuing to be effective.
2. Positives and negatives of a marketing plan with Organisation examples
2.1 Positives of a marketing plan with examples
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A marketing plan will can lots of negative effects which will be evaluated later on,
although marketing planning can have positive effects which some organisations
have had success.
A new product called Lemonhead owned by Carlsberg/Tetley wanted to enter the lemon
alcoholic drinks market, they developed a marketing plan to see if they could compete with
the number 2 brand, Two Dogs. Their market plan was a high standard written one has
below will show. Market research is a big factor in a marketing plan has poor research could
leave gaps of information and not having the required information to achieve marketing
objectives. Coomasaru, C, Day and Lee (1996) stated in their research that Lemonhead had
two marketing objectives:
x Where should promote Lemonhead
x Should we sell it a premium price
These objectives were negotiated by Carlsberg Tetley when they were developing their
market plan. The objectives would help them advertise and promote their brand has they are
a new product in the market and deciding the promotional mix within the marketing plan
helps them to plan how to advertise. Lemonhead decided to use the Vignali mixed map
marketing plan method (Appendix C) when they decided which plan to use. This method
shows how many responses they had received from their research into how many consumers
would pay cheap, value or premium prices for beer. Lemonheads marketing plan already
stated that they wanted to be a premium beer, so with 33 consumers responding to premium
this gave them a massive boost because their product would be a premium beer which is what
their plan set out to achieve. The Lemonhead marketing plan looked into the product life
cycle, Boston Matrix and also looked into different strategies in which they could become a
better product than their competitors.
These three sectors helped Lemonheads marketing plan because the product life cycle
showed that Two Dogs was a problem child and Lemonheads marketing plan stated that they
5. want to be a star, therefore this marketing plan was ambitious and high standard by
Lemonhead. Lemonheads proposed advertising strategies in the market plan was decided to
be Cinema, Radio and Magazine advertising and then sampling. Coomasaru, C, Day and Lee
(1996)
This marketing plan was a positive one and worked well for the development and
introduction of Lemonhead. This was because Lemonhead had covered everything and
gathered primary and secondary research before launching the brand. They researched
competitors and where they were in the market, looked their brand position and how they
were reaching their consumers. After gathering all this information and research and
studying the information Lemonhead had created a positive and effective marketing plan.
The following marketing plan shows where organisations can go wrong when developing a
marketing plan and why organisations should consider every aspect. When developing a
marketing plan you need to ensure that the questions you decide in the plan are the correct
ones, has Kodak found out below. These questions and objectives in the plan need to be fully
researched before writing a marketing plan, due to the fact that objectives you write could be
in date at the time of writing but once research begins could be out of date and this sort of
error could cost the brand its image and position and also waste the organisations money and
time.
Kodak invented and released the first ever camera in 1975 which launched the way for
cameras but Kodak was always the big player within the market and had the most market
share and the brand image and positioning was strong. Seeing has Kodak invented the first
digital camera they didn’t miss the digital age, their error was they never marketing this new
technology, they was feared of damaging their lucrative film business, even though digital
products were reshaping the model (Dan, 2012). The problem with Kodak’s marketing plan
was they had stated in their plan they was in the film business and not the story telling
business and digital industry. Therefore the big players and competitors such as Sony and
Canon launched their products and took the market share and Kodak’s share of the market
declined due to a lack of research and bad marketing planning. Dan (2012) states “When
Kodak decided to get in the game it was too late. The company saw its market share decline,
as digital imaging became dominant.” This error could have been made due to a lack of
research by Kodak or the people who did the research was not trained enough in market
research, so when Kodak developed their marketing plan this massive error cost them their
brand image and positioning within the market. Dan also stated “This blind faith in
marketing’s ability to overcome the threat from the new technology proved fatal. Kodak
failed to adapt to a new marketplace and new consumer attitudes.”
Both of these marketing plans show new organisations the value of how developing a
marketing plan can be affect your organisation within the market or really gain advantage by
undertaking critical research. Before a marketing plan is implemented, organisations should
consider every aspect of the plan and should really undertake primary and secondary research
to cover every aspect of the market. A marketing plan should always conduct a SWOT
analysis has this gives you the strengths, weaknesses, opportunities and threats within the
market, Without out this information organisations could fail like Kodak did, has not enough
research was undertaken and they developed and implemented the wrong marketing plan.
Whereas organisations such Lemonhead show that with a good team, undertaking primary
and secondary research and conducting a full marketing plan with a SWOT analysis and
PESTLE analysis then organisations will really become stronger and develop their brand
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6. image within the market. Marketing plan will not only affect the image and positioning but
by developing a lack lustre plan it will affect sales and finances within the business and could
cost employees their job. Some organisations wouldn’t take this into account when
developing a market plan but this should be considered.
The positives of developing a marketing plan is it helps the organisation to look at where they
are and where they want to go and gives them information about competitors. This is the
information organisations need to improve and become stronger within the market as without
this information organisations such has Cola, Nike and Apple would not have become has big
and strong within their respective markets has they have done.
The negatives about a marketing plan is it takes a lot of time and money, some organisations
don’t have the amounts of money to create a well-developed marketing plan, or even the staff
who are trained and skilled enough to develop a marketing plan.
Conclusion
Marketing plans are a valuable tool to an organisation without this they wouldn’t know who
their competitors was within the market, how to reach their consumers and how to achieve
the marketing objectives. A marketing plan covers lots of sectors ranging from SWOT to
PESTLE to market research and market size. The two examples above show the how a
marketing plan could affect the organisation. Lemonhead developed a positive marketing
plan whereas Kodak developed a negative one and it cost them their market share. A
marketing plan should always be thoroughly checked and researched before being fully
developed has it could cost employees their jobs and cost business money and a waste of
time.
References
BROOKSBANK, R. 1991. 'Essentials Characteristics for an Effective Marketing Plan'. Marketing
Intelligence and Planning. 9(7), p.17.
BROOKSBANK, R. 1999. 'The theory and practice of marketing planning in the smaller business'.
Marketing Intelligence and Planning. 17(2), p.78.
COOMASARU, C., J Day and S.Lee. 1996. 'Developing a marketing plan for Lemonhead'. Managment
Decision. 34(8), p.19.
DAN, A. 2012. Kodak Failed By Asking The Wrong Marketing Plan. [online]. [Accessed 19 November
2013]. Available from World Wide Web: <http://www.forbes.com>
GREENLEY, G.E. 1983. An Overview of Marketing Planning in UK Services. 'Marketing Intelligence and
Planning'. 1(3), p.58.
GRIFFIN, C.P. 2002. 'Strategic Planning for the internal marketing and communication of facilities
management'. Journal of Facilities Management. 1(3), p.238.
MALCOLM, H and B. McDonald. 1992. 'Ten Barriers to Market Planning'. Journal of Business and
Industrial Marketing. 7(1), p.6.
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